With 2025 looming, I ask some radio industry leaders about their biggest wishes for the coming year.
Scott Roddy, RVP Audacy Country West, and KSON San Diego PD
In 2025, I hope to see a renewed focus on local and selling how well we activate our audiences. I won’t start the new year with a “measurement” diatribe. Instead, I’ll praise how well GOOD brands activate their audiences and deliver for their advertisers.
When we generate great LOCAL content, I don’t believe any other medium connects as well as radio. This SHOULD make all GOOD brands ratings-proof. We should invest our time in raising the profile of our local talent: interact on the street in EVERY way possible regardless of body count, connect artists with fans, exploit local “white hat” moments, and provide experiences that can’t be bought. I KNOW good brands CAN put butts in seats, generate leads, move product, and make a difference in BOTH of our clients lives. (Listeners AND advertisers.)
Mike McVay, President McVay Media Consulting
My wish for radio in the new year is a uniform realization that the medium is worth more than we’re presenting it as being worth. If an owner who was confident in the strength of their programming were brave enough to lower their commercial load … we’d see an increase in AQH. Radio has a reach that’s significantly bigger than the DSPs, but we degrade the listening experience by airing too many commercial messages. The vicious cycle is that this contamination drives down the AQH for the station, and that drives down rates. I understand that we are a “for profit” business, but I continue to believe that the erosion of audience is due to self-inflicted wounds.
If AQH is the defining metric in many markets for the value of commercial inventory, then why not focus on improving the product to increase the opportunity to increase sales because of audience growth?
Jimmy Brooks, PD 100.7 The Tiger Baton Rouge
My biggest hope for the radio industry in 2025 is that Country radio stations continue to embrace innovation and find new ways to connect with our P1s.
At 100.7 The Tiger, we’re seeing great success with our increased digital presence. We’re shifting from being just DJs to becoming true content creators (influencers, if you will), engaging with our listeners on social platforms using Reels, Shorts, and Stories. This not only strengthens our relationships with our listeners and clients but also shows that the voices behind the mics have similar, if not the same, interests as they do.
I believe that by using digital platforms and social media and continuing to build upon and maintain our strong relationships with record labels and our listeners, we will create a really badass 2025 promotionally! I am also super excited for the talent that we will see and hear next year. There are some really awesome artists that I cannot wait to play on the radio!
Cheers to a fantastic 2025!
Chad Rufer, Group Director of Programming Bonneville Sacramento
If I had two wishes for 2025, my first wish would be that our industry would recognize the importance of local personalities who can connect with the community. These personalities not only provide entertainment for an audience on-air, but they also provide online and on-demand content that will elevate their brand and that of the station. Once that connection is made, watch the impact that they can have on the community. Their audience will have built trust with those personalities and will support them and what they stand for (community service/endorsements/etc.).
I also wish that our industry can come together to share the story about the impact that radio continues to have on communities and a very large audience. RADIO IS NOT DEAD, but we are allowing our competitors to market this message without fighting back. This is a task that cannot be accomplished without the support of EVERYONE. While we can all remain competitive in our marketplace, we need to work together to praise the positive impact that radio and our personalities have each day. Remember, rising tides lift all boats.
David Moore, Brand, and Content/OM Hubbard Radio Phoenix
My biggest wish is for lots of revenue and minimal riffs.
John Lund, Lund Media Group
What is the biggest wish for the radio industry in 2025? I have three:
The radio business faces several key challenges and opportunities. One of the biggest needs is adapting to the evolving digital landscape. With the rise of streaming services, podcasts, and smart speakers, radio stations must innovate to stay relevant and retain their audience. And all stations need to sell digital aggressively.
Another significant need is increasing advertising revenue. Experts project the industry will experience a 14% increase in marketing budgets, driven by factors like the easing of interest rates and the return-to-office trend, which boosts commuting activity and radio listenership. However, competition from digital platforms remains fierce, and radio stations must find ways to attract and retain advertisers.
Additionally, embracing new technologies and AI is crucial. AI can help radio stations personalize content, improve audience engagement, and streamline operations.
The radio industry must be agile, innovative, and open to change to thrive in 2025.
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Jeff Lynn serves as Editor of Barrett Media’s Music Radio coverage. Prior to joining Barrett Media, Jeff spent time programming in Milwaukee, Omaha, Cleveland, Des Moines, and Madison for multiple radio groups, including iHeartMedia, Townsquare Media, NRG Media, and Entercom (now Audacy). He also worked as a Country Format Editor for All Access until the outlet shut down in August 2023.
To get in touch with Jeff by email, reach him at Jeff@BarrettMedia.com.
